WHO'S WINNING : Jeep vs Bronco

wayoflife

wayoflife

Administrator
Staff member
I don't know about any of you but lately, I've been seeing a ton of Ford Broncos on the road. In fact, on our last trip down south and back, Cindy and I made it a point to count how many Wranglers and Gladiators we saw versus Broncos and I have to say, it was about the same. In fact, if we didn't count Gladiators, Bronco was ahead by a bit.

Needless to say, I decided to take a look at how many units of each have been sold over the last couple of years and maybe not so surprisingly, Bronco is definitely winning. Check it out.

Jeep Wrangler Sales
202474,772
202384,642
2022181,410

Jeep Gladiator Sales
202419,683
202327,326
202277,855

Ford Bronco Sales
2024116,534
2023127,758
202294,031

As you can see, with the exception of 2022, Bronco has been kicking the combined sales of Wrangler AND Gladiator. And I am by no means happy to say it but with pitifully dismal sales like 19,683 units sold for Gladiator, I have a really hard time seeing it being kept around for much longer.

What's really sad is that Wrangler sales used to clock in at over 200k units per year. I think everyone knew that Bronco would eat into some of that but to have it dominate in this way is just crazy. Sure, it's just my opinion but Wrangler is still a much better off road vehicle and right out of the box. The problem is or at least, in my opinion, the average cost of a new Bronco is approximately $48k and the average cost of a new Wrangler is $59k. Essentially, $10k more and for the average soccer mom who cares more about a comfortable daily driver than a solid front axle, what does that actually give them?

I don't know, I have to say that I love Jeeps and I would think what I have in my garage is proof of it but I really really hate the guys running it (or lack there of) right now. More like, they're running the brand right into the ground and that bums me out :(
 
wayoflife said:
I don't know about any of you but lately, I've been seeing a ton of Ford Broncos on the road. In fact, on our last trip down south and back, Cindy and I made it a point to count how many Wranglers and Gladiators we saw versus Broncos and I have to say, it was about the same. In fact, if we didn't count Gladiators, Bronco was ahead by a bit.

Needless to say, I decided to take a look at how many units of each have been sold over the last couple of years and maybe not so surprisingly, Bronco is definitely winning. Check it out.

Jeep Wrangler Sales
202474,772
202384,642
2022181,410

Jeep Gladiator Sales
202419,683
202327,326
202277,855

Ford Bronco Sales
2024116,534
2023127,758
202294,031

As you can see, with the exception of 2022, Bronco has been kicking the combined sales of Wrangler AND Gladiator. And I am by no means happy to say it but with pitifully dismal sales like 19,683 units sold for Gladiator, I have a really hard time seeing it being kept around for much longer.

What's really sad is that Wrangler sales used to clock in at over 200k units per year. I think everyone knew that Bronco would eat into some of that but to have it dominate in this way is just crazy. Sure, it's just my opinion but Wrangler is still a much better off road vehicle and right out of the box. The problem is or at least, in my opinion, the average cost of a new Bronco is approximately $48k and the average cost of a new Wrangler is $59k. Essentially, $10k more and for the average soccer mom who cares more about a comfortable daily driver than a solid front axle, what does that actually give them?

I don't know, I have to say that I love Jeeps and I would think what I have in my garage is proof of it but I really really hate the guys running it (or lack there of) right now. More like, they're running the brand right into the ground and that bums me out :(
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Even combined the sales are lower than bronco. I could be wrong but I don’t think people are buying the bronco for off roading but for getting groceries. I see them all over here and there’s only a couple that “look” like they are taken off road while the rest are driven by women. I’m sure Jeep is still considered the off road king but perhaps people aren’t off roading as much anymore.
 
Mike Pierson said:
Even combined the sales are lower than bronco. I could be wrong but I don’t think people are buying the bronco for off roading but for getting groceries. I see them all over here and there’s only a couple that “look” like they are taken off road while the rest are driven by women. I’m sure Jeep is still considered the off road king but perhaps people aren’t off roading as much anymore.
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Off-roading was never really a big thing. It got bigger during the TJ and SR5 days and really exploded (if you can call it that) when the JK came out being that it had 4-doors and was more useful like an SUV. But once again, the fad of making a daily driver into a true off-roader is starting to fade. For people who are really into it, side-by-sides are what they're moving into.
 
wayoflife said:
I don't know about any of you but lately, I've been seeing a ton of Ford Broncos on the road. In fact, on our last trip down south and back, Cindy and I made it a point to count how many Wranglers and Gladiators we saw versus Broncos and I have to say, it was about the same. In fact, if we didn't count Gladiators, Bronco was ahead by a bit.

Needless to say, I decided to take a look at how many units of each have been sold over the last couple of years and maybe not so surprisingly, Bronco is definitely winning. Check it out.

Jeep Wrangler Sales
202474,772
202384,642
2022181,410

Jeep Gladiator Sales
202419,683
202327,326
202277,855

Ford Bronco Sales
2024116,534
2023127,758
202294,031

As you can see, with the exception of 2022, Bronco has been kicking the combined sales of Wrangler AND Gladiator. And I am by no means happy to say it but with pitifully dismal sales like 19,683 units sold for Gladiator, I have a really hard time seeing it being kept around for much longer.

What's really sad is that Wrangler sales used to clock in at over 200k units per year. I think everyone knew that Bronco would eat into some of that but to have it dominate in this way is just crazy. Sure, it's just my opinion but Wrangler is still a much better off road vehicle and right out of the box. The problem is or at least, in my opinion, the average cost of a new Bronco is approximately $48k and the average cost of a new Wrangler is $59k. Essentially, $10k more and for the average soccer mom who cares more about a comfortable daily driver than a solid front axle, what does that actually give them?

I don't know, I have to say that I love Jeeps and I would think what I have in my garage is proof of it but I really really hate the guys running it (or lack there of) right now. More like, they're running the brand right into the ground and that bums me out :(
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I blame @Moochie for the Bronco sales. 🤣😂

I recently rode in a Bronco Raptor and I can understand why the average pavement pounder would like it more than a Wrangler or Gladiator. It has some appealing features and Gee-Wiz gadgets on it. Like Mike said if you’re going to Costco it’s pretty cool. If you’re going to the Rubicon not so much.
 
wayoflife said:
I don't know about any of you but lately, I've been seeing a ton of Ford Broncos on the road. In fact, on our last trip down south and back, Cindy and I made it a point to count how many Wranglers and Gladiators we saw versus Broncos and I have to say, it was about the same. In fact, if we didn't count Gladiators, Bronco was ahead by a bit.

Needless to say, I decided to take a look at how many units of each have been sold over the last couple of years and maybe not so surprisingly, Bronco is definitely winning. Check it out.

Jeep Wrangler Sales
202474,772
202384,642
2022181,410

Jeep Gladiator Sales
202419,683
202327,326
202277,855

Ford Bronco Sales
2024116,534
2023127,758
202294,031

As you can see, with the exception of 2022, Bronco has been kicking the combined sales of Wrangler AND Gladiator. And I am by no means happy to say it but with pitifully dismal sales like 19,683 units sold for Gladiator, I have a really hard time seeing it being kept around for much longer.

What's really sad is that Wrangler sales used to clock in at over 200k units per year. I think everyone knew that Bronco would eat into some of that but to have it dominate in this way is just crazy. Sure, it's just my opinion but Wrangler is still a much better off road vehicle and right out of the box. The problem is or at least, in my opinion, the average cost of a new Bronco is approximately $48k and the average cost of a new Wrangler is $59k. Essentially, $10k more and for the average soccer mom who cares more about a comfortable daily driver than a solid front axle, what does that actually give them?

I don't know, I have to say that I love Jeeps and I would think what I have in my garage is proof of it but I really really hate the guys running it (or lack there of) right now. More like, they're running the brand right into the ground and that bums me out :(
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Agree, Stellantis took a winning brand and ran it into the ground headfirst with their leadership's arrogance and deep dive into EV.

When they bought the Jeep brand it was popular enough, I guess they figured why not add $10k to the base price across all models, do nothing to enhance them and watch the money roll in.

The Ford Bronco filled a gap of those wanting a Jeep like vehicle for the look without the Jeep "ride" but with many of the Jeep's capabilities that fulfill the majority of people's offroad interest.

Of all the Jeeps sold, I'm guessing it's a very small percentage that actually get used offroad, even when they've been heavily modified... I see a lot of those trailered, not a dent, scratch, dirt on it but the dash is covered with ducks (y)
 
I'm with the others that pricing is the primary problem. Jeeps are priced out of their intended market and selling these on a daily basis, I can tell you maybe a 4th of Wrangler/Gladiator buyers actually intend to use them off-road. That being said, it's a given the Bronco performs better on-road thanks to IFS for typical daily drivers and primarily here in SD, college girls as the most common customer...

It is no lie you can a buy very well equipped 3/4 or 1 ton Diesel or V8 truck for the same price and for much LESS than a Wrangler 392.
 
I think it’s because the bronco is still a “new” body style. Meanwhile most consumers can’t tell the difference between the JK and JL, and I’d gamble many couldn’t spot the difference between them and the TJ/LJ/YJ/CJ other than some have 4 doors.

Had Jeep not sold a “Wrangler” for decades and designed a retro looking wrangler they would fly off the lots in record numbers.
 
I’m not surprised as broncos are more “road friendly” for your every day person, with IFS, and a few out things. As we all know there is a large facet of people don’t off road that own jeeps and lots of people complain about how they drive, cause it doesn’t drive like a CRV. Also jeeps outrageously over priced for what they are is not helping the matter
 
If you can, take a look at units manufactured and then units sold.

Ford has a habit of making many, many, many more units, then have their killer sales and /or Fleet sales and show how many units they sold.
But they never show units produced or % of units produced sold.
 
wayoflife said:
I don't know about any of you but lately, I've been seeing a ton of Ford Broncos on the road. In fact, on our last trip down south and back, Cindy and I made it a point to count how many Wranglers and Gladiators we saw versus Broncos and I have to say, it was about the same. In fact, if we didn't count Gladiators, Bronco was ahead by a bit.

Needless to say, I decided to take a look at how many units of each have been sold over the last couple of years and maybe not so surprisingly, Bronco is definitely winning. Check it out.

Jeep Wrangler Sales
202474,772
202384,642
2022181,410

Jeep Gladiator Sales
202419,683
202327,326
202277,855

Ford Bronco Sales
2024116,534
2023127,758
202294,031

As you can see, with the exception of 2022, Bronco has been kicking the combined sales of Wrangler AND Gladiator. And I am by no means happy to say it but with pitifully dismal sales like 19,683 units sold for Gladiator, I have a really hard time seeing it being kept around for much longer.

What's really sad is that Wrangler sales used to clock in at over 200k units per year. I think everyone knew that Bronco would eat into some of that but to have it dominate in this way is just crazy. Sure, it's just my opinion but Wrangler is still a much better off road vehicle and right out of the box. The problem is or at least, in my opinion, the average cost of a new Bronco is approximately $48k and the average cost of a new Wrangler is $59k. Essentially, $10k more and for the average soccer mom who cares more about a comfortable daily driver than a solid front axle, what does that actually give them?

I don't know, I have to say that I love Jeeps and I would think what I have in my garage is proof of it but I really really hate the guys running it (or lack there of) right now. More like, they're running the brand right into the ground and that bums me out :(
Click to expand...
It would be interesting to include numbers for Toyota Forerunner, Land Cruiser, Lexus GX & LX etc., since those (will) sell a lot as well. But with the new line-up Toyota has made it more pricey now to get more features because the features people want (e.g actual colors, lockers, etc) are only available in higher luxury models. The higher models strategy (luxury plus better at crawling over rocks) is similar to Jeep. But Toyota's decision to use one base platform for three major models is sure to make them more profitable.

Really, all of the decisions in today's market are stupid. There should be non-luxury models which are really good at off-road and don't lose a lot of value due to just one scratch.
 
kevman65 said:
If you can, take a look at units manufactured and then units sold.

Ford has a habit of making many, many, many more units, then have their killer sales and /or Fleet sales and show how many units they sold.
But they never show units produced or % of units produced sold.
Click to expand...
The numbers I posted are just for units sold.
 
wayoflife said:
The numbers I posted are just for units sold.
Click to expand...
I know.

For years Ford "claimed" they made the best selling pickup (F-150) and they posted their sales numbers versus Chevy/GMC, and Dodge.

What they didn't post was their production numbers and percentage of units sold to those production numbers.

Ford made more units (F-150) than their competitors did, by a large margin.
 
Wow, look at all these Broncos sitting pretty on dealership lots! 😂 But hey, don't worry...Wranglers and Gladiators are collecting dust right next to them! 😎 I'm sure deep discounts will help sales...a little. Jeep is still winning in my opinion.
 
kevman65 said:
I know.

For years Ford "claimed" they made the best selling pickup (F-150) and they posted their sales numbers versus Chevy/GMC, and Dodge.

What they didn't post was their production numbers and percentage of units sold to those production numbers.

Ford made more units (F-150) than their competitors did, by a large margin.
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I understand and I get what you're trying to say. I own a Duramax. I know that if you counted the same 1500 GMC and Chevrolet, they would total up to being more than the F150s sold. Again, this is just for Bronco sales vs Wrangler and Gladiator.
 
Back in 2020 we were coming back from Moab thru Colorado and a caravan of camo'd Broncos passed us on I70. When we pulled into our hotel in Silverthorne lo and behold there were all of the Broncos in the back lot. I went over and talked to some of the drivers ad they were all in love with them. They had just got done doing the Rubicon and they admitted to having just beat the living shit out of them there, but they did make it. A couple of the test drivers were actually Jeep guys and one had a JK on 40's. His comments were that they'll never be a Jeep offroad, but on-road there was no comparison. And thats the difference. Probably 98% of Wrangler drivers ever take them offroad. I'd put money that even fewer Bronco drivers do. But they like the IDEA of doing so. And if they look capable thats all that matters to them.
 
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